Misfits.

Delivering a fresh look, subscriptions & bundles on Shopify Plus.

Misfits needed a Shopify Plus website capable of supporting rapid growth, subscription and bundle offerings, and flexible in-house management. The previous site could not scale with the business or support the brand’s evolving premium identity.

Key requirements included:

- A fresh, contemporary design aligned with the new brand identity

- Subscription and bundle functionality to increase recurring revenue

- Greater in-house control to make updates without developer reliance

- Integration with key tools, including email marketing, reviews, and flexible payments

The challenge was to design a site that met all these needs while delivering a cohesive, customer-centric journey that drives sustainable growth.

Premium, modern redesign on Shopify Plus.

Misfits had just completed a rebrand to reflect its evolving identity, so the new site needed to reflect this with a premium, contemporary feel. As such, we created a design that feels modern and approachable, highlighting their products while keeping the experience intuitive. The focus was on guiding customers naturally from discovery to checkout.

Greater in-house flexibility with Shopify 2.0.

We built the site on Shopify 2.0, unlocking the kind of flexibility that the Misfits team had been asking for. They can now customise the homepage, product pages, and collections without touching the code. Metafields give them greater control over product information, helping customers make decisions faster.

The approach was journey-led: we looked at how customers interact with the site and removed friction wherever possible. The result is a platform that supports growth while giving the team the freedom to respond quickly to new opportunities.

Subscriptions & bundle functionality.

We further enhance the site with a custom bundle builder that allows customers to create personalised product sets with tiered discounts for three, four, or five items.

We also worked with Recharge to deliver a seamless subscription service, Sub & Save, that allows customers to set up recurring deliveries of their favourite products. Customers can choose two products per subscription and schedule deliveries from every two weeks to six weeks. The system’s logic ensures subscriptions remain consistent, even when users make changes. A custom Recharge account area was created to manage subscriptions smoothly, supporting retention and recurring revenue.

Smarter, smoother, ready for growth.

Early indicators show strong engagement and increased flexibility:

- Faster in-house updates, reducing dependency on developers

- Improved customer experience through seamless bundle and subscription options

- A scalable platform ready to support Misfits’ international growth

- Streamlined marketing and retention workflows thanks to integrated tech

By focusing on journey-led growth, the new Shopify Plus site ensures every customer interaction supports acquisition, conversion, and retention while giving Misfits the tools to manage and expand their business effectively.

To conclude, we asked Josh Brockman, eCommerce Manager at Misfits, what he thought of the new website and how they found working with blubolt on the project. "It was fantastic working with the team at blubolt. The project was managed seamlessly and delivered on time. We are really happy with the new website, and our customers have reacted well to the new functionality. It's perfectly designed for our next stage of growth."